Determinants of nostalgia sensitivity in nostalgic driven advertising

The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulu...

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Main Authors:	Mohammad Hafeez , Bin Mohamad Jowsey, Chong , Chin Wei, Rahman, Muhammad Sabbir
Format:	Article
Language:	English
Published:	HRMARS 2015
Subjects:	HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/42842/ http://irep.iium.edu.my/42842/ http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf

id	iium-42842
recordtype	eprints
spelling	iium-428422016-02-13T05:18:14Z http://irep.iium.edu.my/42842/ Determinants of nostalgia sensitivity in nostalgic driven advertising Mohammad Hafeez , Bin Mohamad Jowsey Chong , Chin Wei Rahman, Muhammad Sabbir HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulus; deployed to a sample size of 100 respondents comprising the general Malaysian population. It was revealed that factors such as ageing effect, past childhood experience and event repetition frequency in the past has positive and significant influence over nostalgia sentiment sensitivity of consumers. HRMARS 2015-05-05 Article PeerReviewed application/pdf en http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf Mohammad Hafeez , Bin Mohamad Jowsey and Chong , Chin Wei and Rahman, Muhammad Sabbir (2015) Determinants of nostalgia sensitivity in nostalgic driven advertising. International Journal of Academic Research in Psychology, 2 (1). pp. 556-580. ISSN 2222-6990 http://hrmars.com/index.php/journals/detail/18
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products
spellingShingle	HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products Mohammad Hafeez , Bin Mohamad Jowsey Chong , Chin Wei Rahman, Muhammad Sabbir Determinants of nostalgia sensitivity in nostalgic driven advertising
description	The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulus; deployed to a sample size of 100 respondents comprising the general Malaysian population. It was revealed that factors such as ageing effect, past childhood experience and event repetition frequency in the past has positive and significant influence over nostalgia sentiment sensitivity of consumers.
format	Article
author	Mohammad Hafeez , Bin Mohamad Jowsey Chong , Chin Wei Rahman, Muhammad Sabbir
author_facet	Mohammad Hafeez , Bin Mohamad Jowsey Chong , Chin Wei Rahman, Muhammad Sabbir
author_sort	Mohammad Hafeez , Bin Mohamad Jowsey
title	Determinants of nostalgia sensitivity in nostalgic driven advertising
title_short	Determinants of nostalgia sensitivity in nostalgic driven advertising
title_full	Determinants of nostalgia sensitivity in nostalgic driven advertising
title_fullStr	Determinants of nostalgia sensitivity in nostalgic driven advertising
title_full_unstemmed	Determinants of nostalgia sensitivity in nostalgic driven advertising
title_sort	determinants of nostalgia sensitivity in nostalgic driven advertising
publisher	HRMARS
publishDate	2015
url	http://irep.iium.edu.my/42842/ http://irep.iium.edu.my/42842/ http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf
first_indexed	2023-09-18T21:01:03Z
last_indexed	2023-09-18T21:01:03Z
_version_	1777410625514766336

Determinants of nostalgia sensitivity in nostalgic driven advertising

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